Rakuten Mobile’s performance suggests that it needs to do more than compete on price
"Rakuten Mobile’s free-for-1-year offer has resulted in only a 2% subscriber market share, which suggests that it needs to do more to acquire customers from its rivals."
Rakuten Mobile has attracted a great deal of attention due to its innovative virtual RAN strategy, but whether it can successfully operate as a business depends on its ability to win customers and cover costs in the long term. In this article, we review Rakuten Mobile’s business performance since its launch and consider whether its overall business model is viable.